The best way to quickly establish your brand is to align it closely with the people you serve. The new Coastal Carolina Medical Center, located between Hilton Head and Savannah, would be competing against larger regional hospitals. However, CCMC would have one key advantage—a presence in the local community. So our campaign, which included an identity program plus multimedia advertising, positioned the new hospital as part of local life. Ads paired beautiful original hometown photos—a shrimp boat, historic church and more—with the line: “Healthcare right where you live.” The hospital has since become a community landmark in its own right.